By Sarah Vizard

In a survey by ad tech company Unruly, 30% of UK consumers say they are “likely” to use ad blockers while 23% deemed themselves “very likely” to block ads in the future. In total 95% said they “would consider” using ad blocking software in future – the highest level of any country globally bar Sweden.

The reason for this is clear from UK internet users’ reaction to what they deem to be “irritating” ads. For example 69% are put off because of pre-roll ads (the global average is 62%) and 85% are likely to put video ads on mute.

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Source: Marketing Week